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All You Need To Know About Google Ads Universal App Campaigns

All You Need To Know About Google Ads-Universal App Campaigns


Universal App Campaign (UAC) serves installs that keep running on Google Search and Display, and YouTube Ad network. They're ideal for making a low effort, low-cost channel that you can put on autopilot since Google does the necessary work/steps for you!

More importantly, you consequently target many marketing channels through one campaign, saving long periods of work and ongoing optimization.

With Universal App Campaigns, Google automatically plans your advertisements (utilizing your current Play Store application), handles targeting, and optimize bidding. You simply need to give:

  • Ad text idea and an optional YouTube video
  • Location to be targeted and excluded
  • Bid strategy (how much you are willing to spend to get one install)

With just three test factors, there's not a much mess up and plenty of space for experimentation.

How to create the campaign-

Step 1- Setting up the campaign

Create a new campaign by clicking Campaign or ‘+’ icon > Universal App Campaign.

Select an appropriate campaign name which will be easy to remember and track.

Under mobile app section, select your app by simply searching for it.

Step 2- Selecting the Right Goal/Objective

There are two objectives to choose for your UACs – "Install Volume" and "In-App Actions." You need to recognize the sort of customer you're targeting with your campaign, and assign a value to every conversion (new user installs or in-app conversions, for example, level-ups or purchases). Both the objectives will be optimized according to a set target CPI; however how you decide your target CPI should depend on which goal/objective you’ve selected.

  1. a) Install Volume

Choose Install Volume as your campaign goal/objective to find out new users to install your app. This goal is ideal for new app launched or app with new features.

  1. b) In-App Actions

Choose In-App Actions as your campaign goal/objective to find potential users who will probably complete conversion actions like in-app-purchases. With Universal App Campaigns, it is critical to set up conversion events so you can track these activities.

Step 3 – Creating the Ad copy

In this section, you can add up to four lines of text which will be used on a rotating basis within your ads. Every line of text copy should be independent as there is no guarantee over which ad text copy will be shown.

You can add up to 20 images which must be .jpg, .gif or .png files and up to 150KB. You can also add up-to 20 Youtube videos.

Step 4 – Set the Right Bids and Budget

Currently, only bid strategy is available in UAC i.e. Cost-per-Install (CPI). It indicates how much you are willing to complete one install or in-app action. As soon as you enter the amount, you will see a graph of “Estimation of Installs”. Optimize accordingly and assign the right Bid and Budget and then click on save and continue.


However, the key to success is continuous optimization of the campaign. Once you start receiving installs, you will notice that CPI won’t be anywhere near the Target CPI defined by you. There’s no need to worry, keep on optimizing the campaign to get better results

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